Content Strategy Paradox

Transcription

1 The Content Strategy Paradox Presented at User Focus 2011 September 2011 Intentional Design Inc.

2 Tweetable Content strategy is part of an emergent practice (complex adaptive system Cognitive Edge)

3 Who am I? Content Strategy Business communications Technical communication IA/Usability Content/info management

4 STRATEGY

5 Definition A chosen alternative to ensure a desired outcome, such as the achieving a goal or solving a problem.

6 Types of strategies Publishing strategy Communication strategy Digital strategy Engagement Internet strategy strategy

7 CONTENT

8 Definition The substance inside of a container Contextualized data Business asset

9 Types of content Marketing Sales User Assistance (docs, help, training, knowledge base) User-generated Corporate

10 Common theme CONTENT STRATEGY

11 A sampling of recent workshops

12 You d think content strategy is Lots of web, social, mobile Mostly marketing content Big part is editorial Focused on position and message

13 A sampling of recent workshops

14 You d think content strategy is Multi-channel publishing Mostly user assistance Big part is technical Focus on asset amplification

15 Will the real content strategy please stand up? Paradox: apparently contradictory statement Web Mobile/Apps Social Technical Localization Engagement Transactional

16 Will the real content strategy please stand up? One Discipline, Many Specialties Podiatrist Web Mobile/Apps Pediatrician Social It s all content strategy Technical Proctologist Engagement Plastic Psychiatrist Localization Transactional surgeon

17 What it s not Copywriting Editing Web design Social media Information architecture Structured content Content management Project management

18 What is content strategy? Repeatable system that governs the management of content throughout the entire lifecycle

19 Tweetable Content strategy = Management consulting, specializing in content

20 Satellite view: Content supply chain That assumes: Content is a commodity It s a single-use product Focus should be on optimization Content has clear start and end production points Production is linear, not iterative All content gets a single treatment Strategy/ Analyze Author/ Edit Content Management UX/Deploy Localize Measure

21 Street view: Content lifecycle Requirement analysis User research Governance planning Budget Acquire Author/Edit Version/Localize Metadata Analyze Collect Aggregate/Transform Publish Syndicate/Share Evaluate Iterate or sunset Publish Manage Modeling/typing Configure/components Structure /standards Repository

22 Content strategy deliverables User research Flow diagrams Personas, scenarios Wireframes Delivery design Standards guidelines Writing Templates Training aids Content inventory Message architecture Editorial calendar Content matrix Content audit Content plan Business requirements summary Gap analysis Process models Governance model Metadata strategy Sunset/ iterate Custom, personal views Localization strategy Content migration Content model Link strategy Versioning

23 Responds to customer lifecycle Identify problem or need Relationship renewal / upgrade Present and differentiate solutions Long-term support Demonstrate expertise / validate reputation Purchase Post-purchase familiarization

24 Tweetable Consumers use all types of content to make buying decisions.

25 Controlling access to content is an illusion Marketing, social, user-generated, documentation, training, and user assistance content are multiple sides of the same dice Users don t respect arbitrary silos Content strategy has to include all content within the customer lifecycle

26 We all want the same thing PROFIT Brand TRUST Efficiency Credibility

27 Tweet this Content is a valuable business asset.

28 Mistakes will be made Everything I know, I learned from fairy tales.

29 EXAMPLE MARKETING CONTENT

30 To quote David Farbey Deliver the effective minimum dose of information

31 It s all about me, me, me May 25, days after volcanic eruption

32 EXAMPLE ENGINEERING CONTENT

33 To quote Noz Urbina Less work, more flow

34 Stealth strategy for competitive advantage

35 EXAMPLE PRODUCT CONTENT 1

36 Let Me Confuse You

37 Let Me Confuse You ( = SIM card) ( = international roaming)

38 EXAMPLE PRODUCT CONTENT 2

39 Former home page Intentional Design Inc.

40 Strategic question But how do people buy an inverter?

41 Answer: Search the specs May 2005 Intentional Design Inc.

42 The product specs Intentional Design Inc.

43 New home page Novice Intermediate Experienced

44 Compare

45 EXAMPLE MAINTENANCE CONTENT

46 Roomba Text option Graphic option User feedback Related content Print option

47 EXAMPLE SOCIAL CONTENT

48 Socially awkward

49 To quote Scott Abel Getting users to click does not constitute strategy

50 EXAMPLE INTEGRATED CONTENT

51 Search strategy

52 Messaging strategy

53 Social strategy

54 Mobile strategy

55 Tweetable Under-the-hood aspects of content raise its value as an asset.

56 Recognizing multiple channels

57 Delivery strategy Content variation User experience Formatting variation Source content Business requirements Interaction variation Content planning Publishing pipeline

58 Key practice tips for a good content strategy Produce good quality content Plan for all aspects of delivery Structure the content semantically Add meaningful attributes and metadata Move the content stuff upstream in the user-centered design process

59 Takeaways Content strategy is a many faceted discipline. Recognize it. Good quality content is only the beginning. Leverage it to its fullest potential. Delivering content is complex. Understand it well. All content is marketing content. Treat it well. Content strategy is evolving. Evolve with it.

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